后谷咖啡的品牌发展战略研究【摘要】世界三大饮料之一的咖啡位于全球贸易总额的第二位。我国咖啡产量最高、种植面积最大的咖啡生产本土企业是云南德宏后谷咖啡公司。本文对后谷咖啡的现状以及存在的问题进行了研究，从而探索出相应的对策，为后谷咖啡的发展提供参考性建议，同时也有助于制定相应的战略来提高其竞争力。【关键词】后谷咖啡；品牌；发展战略Research on brand development strategy of Hougu coffeeAbstract: Coffee, one of the world's three largest beverages, ranks second in global trade. The coffee production local enterprise with the highest coffee output and the largest planting area in China is Yunnan Dehong Hougu Coffee Company. This article studies the current situation and existing problems of Hougu Coffee, so as to explore corresponding countermeasures, provide reference suggestions for the development of Hougu Coffee, and also help formulate corresponding strategies to improve its competitiveness.Key words: Hougu coffee；brand；development strategy目 录摘要及关键词................................................................I引言........................................................................11 相关理论.................................................................11.1 品牌概念...............................................................11.2 品牌特征...............................................................12 后谷咖啡的概况...........................................................22.1 后谷咖啡公司简介.......................................................22.2 后谷咖啡品牌发展现状...................................................22.2.1 后谷咖啡的产业链分析.................................................22.2.2 后谷咖啡的品牌转变较慢...............................................42.2.3 后谷咖啡发展模式特殊.................................................42.2.4 后谷咖啡发展定位准确.................................................52.3 后谷咖啡品牌发展目标........
